LinkedIn is a business-oriented social networking ser-
vice. Founded on December 14, 2002 and launched
on May 5, 2003, it is mainly used for professional
Introduction by Koka Sexton xvii
Opening Words by Viveka von Rosen xxiii
Your Brand 1
Profile Optimization 17
Visuals And Media 45
Creating Credibility 63
Your Best Prospects 83
Content Marketing 127
Company Pages 139
Social Engagement 153
Final Words by Dayna Steele 175
Contact The Authors 179
Technology is a double-edged sword. Just as sales people
are moving into the future, buyers are already ahead
- Koka Sexton, Social Marketing, LinkedIn
by Koka Sexton
You are the CEO of Me Inc. This is the man-
tra that was given to me 10 years ago that
changed my life. Branding, more specifically a
personal brand, is one of the most important
items in your career you need to nurture. It’s no
longer enough just to have a strong work ethic
and have past co-workers and managers willing to
say nice things about you when you change jobs.
If you do not have a personal brand or even bet-
ter, a professional brand, you are going to have a
hard time skipping levels up the proverbial ladder.
Once an inside sales rep, I pounded the phone
trying to build my pipeline. Living paycheck to
paycheck. It wasn’t working out too well for me.
I knew I needed to change something, I didn’t
know what.All that changed when I realized I had
xixxviii LinkedIn: 101 Ways To Rock Your Personal BrandViveka von Rosen and Dayna Steele
to build my own brand in order for people to even
Visibility creates opportunity and the more I lev-
eraged LinkedIn, the more my professional brand
grew. Social media is the ultimate equalizer for
companies and the individuals in them. When I
started being thoughtful about how I built my
network, stopped talking about me and focused
on adding value, my network responded by help-
ing me become the global leader in the social sell-
Personal branding starts with YOU and your
ability to become an invaluable resource for your
industry. LinkedIn is the best platform available
for professionals trying to build their professional
brand. Your profile is only one component. You
need to be creative and use the platform in differ-
ent ways to have an impact. Lucky for you, it’s all
outlined in this book.
Grow your network strategically, add value, and
search out the opportunities that are going to al-
low you to climb the ladder as well as skip levels
and build even greater opportunities.There are no
shortcuts but there are smartcuts. Those smart-
cuts are outlined here as the processes needed to
successfully gain visibility and leverage social net-
works like LinkedIn to gain the attention of your
From an inside sales rep to leading the social
media team at LinkedIn and now running my
own company, this success is directly attributed
to sweat equity and the opportunities LinkedIn
as a platform provided to me. I’ve seen countless
other professionals excel in their careers by using
social media and I believe you will find the same
successes if you follow these 101 tips.
LinkedIn: 101 Ways to Rock Your Personal Brand is
a playbook you should follow from tip to tip to
build your own path to success. Viveka von Rosen
and Dayna Steele have mapped out what you need
to do to get ahead using the power of LinkedIn.
Koka Sexton is often called the Godfather of Social
Selling, having mastered the art of leveraging social
media for sales professionals. An expert in profession-
al branding, brand awareness, and generating leads
through social networks; Sexton started his career
in sales and grew through the ranks at LinkedIn to
become the head of social media. He is currently the
Founder of Social Selling Labs, an agency helping
companies bridge the gap between sales and marketing
with social media.
Personal Branding is the practice of people marketing
themselves and their careers as brands. While previ-
ous self-help management techniques were about self-
improvement, the personal-branding concept suggests
instead that success comes from self-packaging.
by Viveka von Rosen
Reid Hoffman, co-founder and former CEO
of LinkedIn says, “The fastest way to change
yourself is to hang out with people who are al-
ready the way you want to be.”
I met Dayna Steele in 2011 and decided I wanted
to be her when I grew up. It took some time, but
we have shared a stage, and now a book together.
Why is this important? When you create your
online persona, your personal brand, you have to
start with the bigger picture in mind.
Have I always been an international Forbes rec-
ognized speaker? Um. No. Creating a power-
ful brand is a little bit business strategy and a
little bit law of attraction. Create your brand on
xxvxxiv LinkedIn: 101 Ways To Rock Your Personal BrandViveka von Rosen and Dayna Steele
LinkedIn and then work passionately to prove
Over the years I have sold used cars (really), man-
aged a business office (not well), and tried several
other businesses (with success but not much in-
terest). In 2006, I was introduced to the business
social media platform LinkedIn at a networking
event. It caught my attention and, finally, my pas-
sion. What I saw was an extremely useful business
tool and a way to create a powerful personal brand.
The more I learned about using LinkedIn, the
more I wanted to share it with other professionals.
I saw LinkedIn was the perfect business tool for
marketing and wrote the best seller, LinkedIn
Marketing: An Hour a Day. Soon I was traveling
the world to teach and talk about LinkedIn. As
my value grew as a top social media influencer
(Forbes, four years in a row), I realized LinkedIn
was a powerful tool for personal branding.
Why does anyone need personal branding? You
have to stand out from the crowd. A personal
brand is how you appear to the world. Succeed
as Your Own Boss author Melinda Emerson says,
“Your personal brand is how other people see
you online.” And Jeff Bezos, founder and CEO of
Amazon says, “Your personal brand is what oth-
ers say about you when you leave the room.” You
want to make sure you are starting with, and leav-
ing behind, a good impression.
Tom Peters first wrote about personal branding
in the 1997 article, “The Brand Called You.”
Regardless of age, regardless of position, regard-
less of the business we happen to be in, all of us
need to understand the importance of branding.
We are CEOs of our own companies: Me Inc.
To be in business today, our most important job
is to be head marketer for the brand called You.
You are your brand… whether you are an entre-
preneur, jobseeker, or corporate employee, you
can still define your brand within your business,
no matter what that business is.
Koka Sexton (who wrote our introduction) was
the Head of Social Media, Member Marketing &
Communications at LinkedIn. He built his Social
Selling brand within LinkedIn. So when he decid-
ed to leave LinkedIn (ironically during the writing
of this book), his already established brand meant
he was able to launch his Social Selling Labs busi-
ness with a running and successful start.
xxviixxvi LinkedIn: 101 Ways To Rock Your Personal BrandViveka von Rosen and Dayna Steele
LinkedIn gives you the ability to not only be seen
by the world but control how the world sees you.
With, at publish date, more than 450 million
members in 200 countries and territories around
the globe, LinkedIn gives you access to a net-
work like never before. When utilized effectively,
LinkedIn opens the door to people, jobs, news,
updates, and insights that will increase your odds
of success substantially.
The key phrase here, when utilized effectively, is why
we wrote this book. LinkedIn is a powerful tool
and a free one as well. Though there are paid ser-
vices, most of what you can do for your own suc-
cess with LinkedIn isn’t going to cost you anything
other than your own time and effort. And since we
all know time is money, this book will help you
best streamline your efforts and help you find all
LinkedIn has to offer to grow your professional
A book does not write itself. To succeed, like any-
thing, it needs a network. Thanks to Gold Level
Hospitality speaker and consultant Colin Gold
for taking the time to be our beta reader. I want
to thank my team members at SocialSales GPS,
Michael de Groot, Beth Granger, Mario Martinez
Jr., Colleen McKenna, Ted Prodromou, Lindsey
Stemann, Brynne Tillman, and Bob Woods for al-
ways keeping me up to date and on my toes with
all things LinkedIn.
You have a great service or product. Now, let’s
make sure those 450 million members in 200
countries can find you on LinkedIn and under-
stand you are the best. There are 101 helpful tips
in this book that will do just that.
Viveka von Rosen is an internationally known
LinkedIn speaker and author. She has taken the busi-
ness knowledge she has perfected over the past 10+
years and transformed it into engaging and informa-
tional training, providing over 100K+ people with the
tools and strategies they need to succeed on LinkedIn.
1. GET FOCUSED
Who are you? What do you do? Who do
you do it for? What do they get out of it?
Answer these questions before you even get start-
ed. Take some time and talk to those who know
you best – it’s the best way to create clear answers.
Today you are you.That is truer than true.There is no
one alive who is youer than you!
- Dr. Suess, Author
3. BE MEMORABLE
If you can tell a prospect how they benefit from
buying your service or product, you become
memorable. Using a cosmetics salesperson’s pitch
as an example, which one would you buy from?
• I can help anyone with a face.
• I help 40+ women present themselves to
the public in their best and most youthful
2. BE CLEAR
Clarity is key to personal branding.The clearer
you can be with your answers to the questions
in the first tip, the better you will relay your skill-
set to others. The clearer you are, the more likely
you are to convert your prospects into customers.
4. WRITE A CLIENT DESCRIPTION
This isn’t something you’ll ever really post on
LinkedIn, but it helps establish who you are
talking to in your own mind. Create a buyer per-
sona of your typical client or customer – age, sex,
job, what they use you or your product for, etc.
Imagining someone in your mind helps when it
comes time to build a strong LinkedIn profile.
Know your audience.
The foundation for any marketing – content or oth-
erwise – is your target audiences, buyer personas, cus-
tomer profiles, industry segments – whatever you want
to call this directed and in-depth research and depiction
of who buys what from you and why.
- Ardath Albee, Author and Speaker
6. HAVE A GOOD ELEVATOR SPEECH
Who are you, and what makes you different
from the other person who does what you
do for the same clients? Figure out what that is
and learn to say it in one compelling sentence.
Elevators are fast these days. Knowing how to do
this is an important key to successful branding
and to writing a good professional headline.
5. CREATE YOUR OWN KEYWORDS
When you create your list of keywords, think
about the search terms people would use
when Googling someone like you. Titles, indus-
tries, companies, names, locations, skills, prod-
ucts, and services are all keywords. Think verb,
noun, acronym and synonym: accountant, CPA,
accounting, book-keeping, Quickbooks.
7. YOUR ONE PARAGRAPH PITCH
Once you have gotten someone’s attention
with your elevator speech, be able to elabo-
rate even more by filling in a few more details but
still answering the questions; who are you, what
do you do, who do you it for, and what do they
get out of it? Three to five sentences for this para-
graph is a good length.
8. WHAT LANGUAGES DO YOUR
CLIENTS AND YOU SPEAK?
LinkedIn allows you to have your profile in
many different languages. If you serve an in-
ternational clientele anywhere in the world, cre-
ate a profile in English as well as in the language
of the clients you serve and the languages you
speak. A definite plus to any profile.
9. WHAT JARGON DO YOUR
CLIENTS REGULARLY USE?
Marketing or sales prospects will expect to see
words like ROI and KPI. The average per-
son might not know what that means, but your
ideal client knows what it is. Add relevant jargon
to your keyword list and sprinkle those into vari-
ous sections of your profile.
The language, especially the vocabulary, peculiar to a
particular trade, profession, or group: such as medical
10. BE CONSISTENT IN ALL
Once you are clear on who you are, what you
do and whom you serve, create relevant and
consistent written copy, visuals, and shared con-
tent everywhere on LinkedIn – including your
profile picture. If you claim to be a serious busi-
nessperson, don’t share silly cat videos in your
feed. You get the idea.
11. YOUR NAME
Take a minute to check you have your correct
name on LinkedIn. Double-check your spell-
ing. Unless you are ee cummings, capitalize your
You develop your LinkedIn profile in a few hours. You
develop your personal brand over time, and it’s your
opportunity to share your work, values, passion, and
personality with the world.
- Colleen McKenna, Social Selling Expert
12. USE YOUR NAME AND ONLY
YOUR NAME ON LINKEDIN
You might see some people use their area of
expertise in the last name field, such as “John
Doe: Master of the Universe.” This is against
LinkedIn’s User Agreement. Don’t add your area
of expertise, telephone number, email address, or
your call to action in the Name field. If LinkedIn
catches you doing this, they will make your pro-
file unfindable in Search.
You never get a second chance to make a great first
impression and your LinkedIn profile is your chance to
make a great first professional impression.
13. CUSTOMIZE YOUR
The section right under your name is your pro-
fessional headline. Take a look at the brand-
ing you created from the first few tips in this
book. You have 120 characters to describe who
you are, what you do, and whom you serve. Try to
utilize some of the keywords you have created in
15. FILL IN YOUR SUMMARY SECTION
You have 2000 characters to describe in de-
tail who you are, what you do, and whom
you serve in the very important Summary section.
Start with the one paragraph pitch you’ve already
written. Then, use the buyer persona and the key-
words you’ve created to pitch to that perfect cus-
tomer in your Summary section.For a professional
and visually pleasing summary, use white space,
special characters, bullets, and capitalization.
14. CREATE YOUR CONTENT
IN WORD FIRST
Agood rule of thumb when creating content
for LinkedIn (or really for anything), is to
write it in Word or Pages first, and then check
your spelling and grammar. Nothing says non-
professional like misspellings and bad grammar.
Plus, if you do it in Word first, you can count
characters, and maximize the space you have to
LinkedIn: 101 Ways To
Rock Your Personal Brand
Viveka von Rosen and Dayna Steele